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Keywords: Coupon campaign
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Journal Articles
Asia-Pacific Journal of Business Administration (2026) 18 (2): 501–523.
Published: 24 June 2025
... on how the underdog brand equity could be a result of channel selection and distribution strategy built on coupon campaign on a top dog channel. Developed upon underdog brand biography, online brand equity, and traditional brand equity as the theoretical foundation, this study examined how coupon...
